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Romanian Internet users open to online advertising
2006-06-23
The study made in Romania on online advertising shows that 53% of Romanian Internet users think that online advertisement is efficient.
Gemius SA, international company specialized in online studies, has made the first research on Romanian market about the attitude of Internet users towards online advertisement.
The research was conducted by Gemius & partners in seven European countries: the Czech Republic, Hungary, Lithuania, Poland, Romania, Slovakia and Ukraine. In Romania Gemius has done the AdHoc study for the first time, in cooperation with Vodanet and ROL.ro.
The study proves that most Internet users in this country have positive attitude towards online advertisement. Moreover it shows what is their behavior in response to online advertising and the perceived image of the advertised companies. The respondents were also evaluating different formats of advertisements in the survey, indicating the best known and most likable ones. The research was conducted on the Internet in the form of a pop-up survey (random sampling) on May 2006.
What were the results? According to the study, 67% of the respondents declared to accept online advertisements as the price for free access to web sites. While more than half of respondents perceive ads as appearing on the Internet too often, still almost 36% of them claim that online campaigns are emitted in an adequate and accepted number.
The study shows that in general advertisements on the Internet are perceived as informative, creative and interesting. Furthermore online ads are considered as efficient by over 50% of respondents, which is a very significant indicator.
Positive attitude towards online campaigns has the leverage on the opinion on the advertisers. According to the opinion of 49% of the respondents, companies that are advertising on the Internet, are modern. Not less than 28% of the Internet users stated that they are technologically advanced, dynamic and innovative. Those results indicate the powerful influence of the Internet as a branding medium.
Interesting results were gathered on the perception of formats of creatives. Over 50% of the respondents recognize e-mailing and banner, whereas the least known are interstitial, brandmark and skyscraper, the most complex and differential formats (all below 20% of answers). From all of the presented creatives, the streaming, banner and sponsored link were the favorite ones. The least likable are pop-up and interstitial, what proves that the less intrusive formats are more welcome by respondents.
According to the study, effectiveness of Internet campaigns depends mostly on the advertised brand and its features, but also on the creative execution (respectively 36% and 29% of answers).
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